Ecommerce Content Marketing: How Your Brand’s Blog Drives Conversion

There are many ways to boost ecommerce conversion rates from the industry average of around 2% to 4%. From optimizing product pages to investing in customer experience to employing the right PPC tactics, there truly is a lot you can do to increase sales. 

However, if you want to ensure that every single element of your marketing efforts contributes to your goals, you need to look at the role of your brand’s blog in driving conversions.

Investing in ecommerce content marketing isn’t just a low-cost sales tactic. Data shows that 80% of ‘very successful’ content marketers reached their goals thanks to having a documented content marketing strategy. In other words, taking the time to plan the methods you use to attract and convert customers pays off.

So, without further ado, here are some of the most effective ways you can invest in your ecommerce content marketing strategy to ensure your brand’s blog drives conversions.

Put Some External Expertise Behind Your Flagship Product

One of the most effective ways to employ content in your mission to boost ecommerce conversions is to use it to present potential customers with impactful social proof.

Consumer behavior research confirms buyers investigate solutions before deciding whether to purchase. According to data from PowerReviews, 99.75% of shoppers read reviews at least sometimes, while 87% do so ‘regularly’ or ‘always.’

However, the thing about successfully populating your ecommerce blog with social proof is that the traditional reviews and ratings won’t always fit in seamlessly within your posts. Fortunately, you can overcome this obstacle by knowing what type of social proof to employ to support your ecommerce content marketing efforts.

According to some of the latest research on trust conducted by Edelman, consumers (most significantly, 66% of Gen Z buyers) consider scientists and experts to be credible brand ambassadors. Consider exploring ways to feature these voices on your site, ideally by having them speak about your flagship products.

An excellent example of this conversion-boosting strategy in action comes from the Digestive Warrior homepage. Here, the brand highlights a video interview conducted by the brand’s founder, featuring a conversation with one of the leading medical specialists, covering the topic of parasites and how one of the main products offered by Digestive Warrior (the Para Kit) helps eliminate this health issue.

You can apply the same tactic on your blog and product pages. Or, you could even use it on your social media feed, where it could help you grab the attention of a bigger audience and then encourage high-quality prospects to visit (and convert in) your online store.

Give Exposure to Your Customers

Even if sourcing testimonials from experts and scientists isn’t an option for your business, you can still incorporate social proof on your brand’s blog to drive conversions. You just have to collect your products’ praise from the other highly trustworthy group of people buyers trust — their peers.

According to the latest Trust Barometer, 74% of people trust scientists and peers equally. Moreover, knowing that user-generated content makes for one of the most credible and authentic formats brands can use (significantly outperforming branded content), it’s a good idea to explore ways to include UGC on your blog to drive conversions.

One excellent example of this practice in action comes from the Notion blog. In its guide to The Best Student and Teacher Teacher Templates, Notion features several planning templates for returning to school. It’s a superb way for the brand to show that its solution is used by famous YouTubers and regular people alike — thus encouraging app downloads. 

Plus, the post instantly gives prospects a head start toward getting more out of the SaaS solution. They don’t have to create elaborate tracking/scheduling pages on their own but can simply adjust one that’s been pre-made for them.

Create Enticing Product Page CTAs

One of the gravest mistakes businesses make when employing ecommerce content marketing is thinking that investing in the production and distribution of blog content only works for attracting awareness-stage consumers. But while some articles work wonderfully in raising brand and product awareness, the notion that that’s all they can do couldn’t be further from the truth.

Many people indeed read blog content to research potential solutions to their pain points. It is also correct that most consumers require several touches before being ready to invest in a solution that fits their needs. 

Nonetheless, that doesn’t mean you can only use written content to cater to people in the top stages of the sales funnel. On the contrary, if you want to boost ecommerce conversions by using content marketing, you need strategies that will allow you to pick the low-hanging fruit. That is, you must produce and publish blog posts that cater to potential customers who are ready to convert.

If this is one of the ways you see yourself using your brand’s blog to inspire conversion, make sure that you enrich bottom-stage written content with overt product links. Sure, they may be a bit “in-your-face.” Still, if a customer of yours is looking for buying suggestions, they’re guaranteed to appreciate your effort to seamlessly guide them to product pages where they can convert.

For instance, if you check out the Sokisahtel Best Gift Ideas for Valentine’s Day guide, you’ll notice that the article includes several product category page links, inviting readers to check out the brand’s offer for the special occasion. Yes, it may not be the most subtle selling tactic out there. But why knock it if it works?

Subtly Link to Your Products with Contextual Links

The abovementioned conversion-boosting strategy works well enough when targeting consumers who are ready to convert. However, if you’re trying to attract new prospects, the way to do it won’t be to bombard them with aggressive CTAs inviting them to purchase.

In these situations, the better way to employ ecommerce content marketing for its sales-inspiring powers is to pay attention to context and approach product page links with a dose of subtlety.

For some inspiration on how to achieve this effect, check out the The Science Behind Our Electrolytes article on the ATH website. You’ll notice that the brand ingeniously links its electrolytes supplement in the body of the article. However, because of the context of the guide and the emphasis placed on the informational value of the content, the product link doesn’t come off as pushy for a single moment. Instead, it’s a convenient way for readers to investigate a product that includes some of the alkaline ingredients discussed in the text without feeling pressured to convert.

Synergise Content with Your Social Media Marketing Efforts

One of the main benefits of using your company blog is that it’s a convenient way to boost brand and product awareness (given that you follow SEO best practices). However, the fact is that a company blog isn’t always the best place to reach your potential customers.

Current predictions for the future of marketing show that search traffic may decrease thanks to young people’s interest in AI-powered search. In fact, a survey by Statista revealed that 28% of all adults (32% of Gen Z and 40% of Millennials) would switch to an artificial intelligence-powered search engine if given the option. 

So what does this mean? Well, it shows the possibility that your blog may not be as effective at attracting web visitors in the future. However, knowing that people spend a growing amount of time browsing social media every year, you can offset the risk of diminishing website traffic by synergizing your ecommerce content marketing strategy with your social media presence. 

On the one hand, you can do this by repurposing blog posts into snackable Reels or Stories that will work on social networks. For instance, if you check out the DFS Instagram profile, you’ll notice that it includes several short-form video versions of its more in-depth blog posts, like with its Latest Home Decor Trends guide. Pay attention to the fact that the post invites followers to check out the associated link, thus encouraging them to visit the website (where they can find each featured piece of furniture and even convert).

The other, more conversion-oriented way to synergize your content and social media marketing efforts is to utilize integrated linking and social selling options on the networks your brand uses for content distribution. 

An excellent example of how you can do this comes from the Neiwai clothing brand. It uses Instagram to show followers glimpses into the chic and cozy lifestyle they aspire to. More importantly, it allows them to instantly go after it by tagging each featured product with a link to its online shop. 

Don’t Neglect the Postpurchase Stage of the Customer Journey

Using ecommerce content marketing to convert new customers is an excellent way to help your cash flow. But when trying to use your blog to boost sales, remember that customer acquisition is between 4x and 5x more expensive than retention. One of the best ways for your business to prosper is to recognize the role of your brand’s blog in ensuring existing clients continue buying from your brand.

When you produce and distribute content meant for the postpurchase stage of the customer journey, you don’t just invest in customer experience (and satisfaction). By investing in such content, you contribute to an increase in customer lifetime value. CLTV is crucial for getting every penny’s worth out of your marketing efforts.

Generally, there are two strategies you can employ to inspire repeat purchases through your blog posts. 

On the one hand, you can invest in resources that educate your buyers, allowing them to get the most out of their purchase, maximizing their satisfaction, and thus positively impacting their likelihood of buying from your brand again. 

A great example of such a post comes from Crockett & Jones. In its Shoe Care Guide, this brand gives step-by-step instructions on how to clean and condition footwear to keep it looking new for longer and prolong its lifespan. This makes it more likely that happy customers will purchase another pair of footwear from the brand.

On the other hand, you could also use blog content to make your cross-selling efforts more fruitful. For instance, if you check out the 3 Different Ways to Charge a Laptop Without a Charger article on the HP site, you’ll notice that its target audience includes people who already own a laptop. However, by answering a common question with actionable advice, this guide presents readers with accessory products that could improve their overall experience and inspire additional purchases in the HP ecommerce store.

Final Thoughts

Investing in ecommerce content marketing is an excellent strategy if you want to boost conversion on your website. Your blog can help establish your brand’s credibility, direct web visitors toward relevant product pages, or supplement your social media presence with diverse content types. But most importantly, every high-quality blog post gives your audience a bit of value. And that’s what they were after in the first place.

It doesn’t matter whether you choose to invest in blogging for the sake of attracting more prospects, keeping existing customers happy, or even just building brand trust. What matters is that you understand the different ways blog articles can contribute to site conversions. Moreover, you want to grab every opportunity you can to inspire readers to buy from your business. That’s what’s going to make your ecommerce content marketing efforts successful in the long run.